Story Based Question
You’ve recently opened a cozy, upscale ice cream shop in a bustling neighborhood. The shop’s vibe is perfect, your flavors are unique, and you’re starting to see regular customers. However, despite all your efforts, you notice that your business doesn’t appear in the search results when people search for “best ice cream near me.” You’re told that your ice cream shop could benefit from appearing in the local pack on Google, but you’ve never heard of it before. What exactly is a local pack, and how can your business get listed in it to attract more customers?
Exact Answer
A local pack is a special section of Google’s search results that shows a map and a list of three businesses related to the user’s search query. To appear in the local pack, you need to optimize your Google My Business (GMB) profile, ensure accurate business information, and get positive local reviews.
Explanation
When users search for a service or business near them, Google’s local pack helps them find the most relevant local businesses. Here’s what you need to know about local packs:
1. What Is a Local Pack?
The local pack is the box that appears at the top of Google’s search results for location-based queries. It shows a map with three local businesses that match the search intent, along with basic information like business name, address, phone number, and customer ratings.
For example, if someone searches for “best ice cream near me,” Google might show the local pack with three nearby ice cream shops, including yours if you’re listed correctly.
2. How Does the Local Pack Appear?
The local pack appears for searches with location-based intent, such as “restaurants near me” or “plumber in [city].” If you have a well-optimized Google My Business profile, Google will pull your business information into the local pack when users search for relevant keywords.
3. The Importance of Appearing in the Local Pack
Being featured in the local pack significantly boosts your visibility. Since it appears at the top of search results, it draws more attention than traditional organic listings. Many people click on businesses in the local pack because it’s easier to see details like your ratings and location at a glance.
4. Factors that Influence Local Pack Rankings
To get featured in the local pack, Google considers several factors:
- Google My Business Optimization: Complete your GMB profile with accurate details like address, hours, and website.
- NAP Consistency: Ensure your Name, Address, and Phone number (NAP) are consistent across all platforms.
- Local Reviews: Positive reviews and ratings help improve your ranking in the local pack.
- Proximity to Searcher: Google prioritizes businesses that are closest to the person searching.
5. How to Improve Your Chances of Appearing in the Local Pack
- Complete and Optimize Your GMB Profile: Add business hours, high-quality photos, and detailed descriptions of your products or services.
- Encourage Customer Reviews: More positive reviews improve your ranking.
- Maintain NAP Consistency: Make sure your business information is the same on your website, social media, and other directories.
- Use Local Keywords: Include location-specific keywords in your business description and posts.
Example
Let’s apply this to your ice cream shop:
- Complete Your Google My Business Profile
You update your GMB profile with accurate details:- Name: Scoops & Smiles Ice Cream
- Address: 456 Sweet Street, [City]
- Phone: (123) 456-7890
- Hours: Open daily from 11:00 AM to 10:00 PM
- Optimize for Local Keywords
In your GMB business description, you add phrases like “best ice cream in [City]” and “handmade ice cream near [Neighborhood]” to attract searchers looking for your specific offerings. - Encourage Positive Reviews
After each customer leaves your shop, you ask them to leave a review on Google, explaining how it helps your small business grow. You also respond to each review, showing your appreciation. - Ensure NAP Consistency Across Directories
You check your business listings on other platforms like Yelp and Facebook to make sure your NAP is consistent with your GMB profile.
Over time, your efforts pay off, and your ice cream shop begins to appear in the local pack for searches like “best ice cream near me” and “family-friendly ice cream shop in [City].” This increased visibility leads to more foot traffic, more online searches, and more customers discovering your business.
The local pack can give your business a major visibility boost by placing it in front of local searchers. Optimize your Google My Business profile, keep your information consistent, and gather positive reviews to improve your chances of showing up in the local pack.